Bank of America is one of the major financial institutions in the U.S. supporting Apple Pay, and the company in mid-December released a Christmas-related ad for Apple Pay. The commercial, based on the popular Get Smart show, says you can get smart by shopping with Apple Pay available only on the iPhone 6.

“Before she bought something for her husband, something for Buster, and a little something for herself, Nancy grabbed her iPhone 6 so she could pay with her Bank of America card using Apple Pay,” the narrator says. “The new, easy, secure, smart way to pay with a simple touch. That’s the convenience of innovative connections. That’s Bank of America.”

The free publicity Apple gets in such Apple Pay commercials is priceless — something competing smartphone makers, and competing mobile payments providers, can only dream for at this point — and might help it sell even more iPhone 6 and iPhone 6 Plus units, which have been selling tremendously well since their launch.